A home grown brand

Date of publication: March 1, 1996

Abstract:

This paper looks at the development of a new brand in the consumer electronics durables field, Aftron, using brand equity research as a starting point. It examines the reasons for the development of the brand, the research used to understand the corporate equity of the company offering the brand, how the core values identified were 'transported' to the new brand, the launch of the brand itself and the monitoring of the brands performance in the market.

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